The NAI Releases New Consumer Resources for Online Privacy
Sunsets Legacy Opt-Out Tools in Efforts to Promote User Choice in Accordance with New Legal Requirements
Washington, D.C. (09/15/2025) – Today, the NAI is releasing a major update to its consumer resources for online privacy that align with its Self-Regulatory Framework, a new model for digital advertising self-regulation to support member companies’ compliance with U.S. state and federal privacy requirements. These changes include releasing a user-friendly Global Privacy Control extension, providing new resources for how consumers can adjust their advertising privacy settings directly across leading technology platforms, and launching a consumer choice task force to promote industry compliance with current legal requirements. In connection with these developments, the NAI has also sunset its legacy opt-out tools.
First, the NAI launched a user-friendly browser extension for consumers that will enable deployment of the Global Privacy Control (GPC) in a way that conforms with legal requirements across more than a dozen states (see more information or download the NAI’s tool). While there are a range of browser plugins and native implementation of opt out mechanisms, the NAI’s extension is designed with usability at the forefront, and it adheres to legal requirements for consistent opt-out preference signals across multiple state laws.
Second, the NAI has updated its website to provide consumers with detailed and easy-to-follow instructions on how to exercise choices via platform-level controls across all of the major technology platforms, including popular web browsers, mobile devices, connected TVs, and streaming devices. This resource also provides instructions and helps facilitate consumer choices directly with NAI member companies.
Third, the NAI is launching a Consumer Choice Task Force that will focus on developing guidance and best practices for NAI members to assist and promote industry compliance with current state legal requirements, including the requirement that companies honor valid Opt-out Preference Signals and Universal Opt-out Mechanisms. In launching this task force, the NAI is committed to working with all digital advertising industry stakeholders, leading policymakers, researchers, consumer advocates, and user design experts, to maximize the effectiveness of consumer choice in digital advertising and to align with legal requirements.
In conjunction with these developments, the NAI has sunset its legacy opt-out tools, including its cookie-based tool for opting out of interest-based advertising and the email-based tool for opting out of audience-matched advertising. These tools were linked to requirements in the NAI’s now-deprecated Code of Conduct, which has been replaced by our new Self-Regulatory Framework. To continue providing consumers with a way to opt out under industry self-regulatory standards,the NAI has included in its consumer opt-out page access to the Digital Advertising Alliance (DAA) AdChoices tools.
The NAI is committed to advancing a safer digital advertising ecosystem—one built on privacy, accountability and trust. These new resources are a critical step forward in aligning our mission with modern privacy expectations and legal standards.
If you have any questions about this transition, feel free to contact us at media@thenai.org.
